By Winfried Mühling
Director Marketing and Communications, Pro Carton
EXECUTIVE INSIGHT
Europe’s fibre-based packaging recycling rate stands exceeded 87%, supported by one of the world’s most mature collection and recycling systems. The industry set the target for 90% by 2030. This gives brand owners a proven platform for achieving ambitious circularity goals while reducing regulatory risk.
For many years, the packaging agenda has largely been shaped by legislation. Today, consumer expectations are proving to be an equally powerful force, reshaping markets and influencing brand decisions. Packaging is no longer judged solely by how well it protects a product. It has become an important driver of brand perception and purchasing decisions.
The latest Pro Carton Consumer Perception Study confirms that paper and cartonboard remain the packaging materials consumers trust most. They understand how to recycle paper-based packaging, they trust the existing collection and recycling systems and they recognise its important role in a circular economy.
The study also sends a clear message on transparency. Consumers increasingly see packaging as a reflection of a company’s values. Practices such as shrinkflation can quickly undermine trust when changes are not communicated openly. Packaging has become more than a container – it is a visible expression of brand credibility.
PPWR: From Compliance to Competitive Advantage
While consumer demand is pulling the market forward, the Packaging and Packaging Waste Regulation (PPWR) provides a clear framework for accelerating the transition to a circular economy.
Forward-looking businesses should see PPWR as more than a compliance exercise. It is a catalyst for innovation, encouraging packaging that uses resources efficiently, is designed for circularity and keeps valuable materials in circulation. Companies investing today will be better prepared for tomorrow’s regulatory landscape while strengthening their competitive position.
The Strategic Intersection
Paper-based packaging sits at the intersection of these two powerful market drivers. Produced from renewable raw materials sourced from sustainably managed forests, paper and cartonboard benefit from Europe’s highly efficient collection and recycling infrastructure.
At the same time, continuous innovation – including advanced waterbased barrier technologies – is expanding paper-based packaging into increasingly demanding new applications. For brand owners, the strategic direction is becoming clear. The packaging consumers actively prefer is also the packaging that helps businesses prepare for tomorrow’s regulatory requirements.
Consumer expectations and European legislation are no longer moving in parallel – they are moving together. Both call for packaging that protects products, conserves resources and keeps valuable materials in circulation. Paper-based packaging already delivers on these expectations, combining proven functionality, consumer trust and regulatory readiness to support the next generation of sustainable packaging.
